CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND ITS IMPACT ON SERVICE PERFORMANCE OF ORGANIZATION

Abstract

Nowadays, strong customer relationships are the key to success in any business. Therefore, the concept of customer relationship management means the organization's efforts to create and deliver value to the customer that has been very much considered. Customer relationship management by creating, maintaining and strengthening relationships with customers is trying to understand them and their needs, desires and through appropriate and timely response to these needs has attracted more and more customer satisfaction, gradually increase their loyalty, trust to organization, and thus improves performance of organization.